Source: 1Gigwalk.com, Walking the Aisles: Back-to-School 2014 Trends, Aug 2014.
2 National Retail Federation, Monthly Consumer Survey, July 2014.
49%
Planned to spend more in 2014 than the previous year.1
The top reason people are increasing their budgets is the need for more expensive supplies like laptops and tablets.
Back-to-school shoppers are spending more

2/3 of people begin at least three weeks or more before school starts.
Source: National Retail Federation, Monthly Consumer Survey, July 2014.
Back-to-school is not a last minute shopping season
When people will begin shopping for back-to-school:

Source: Deloitte. 2014 Back-to-School Survey Rising to the Head of the Class.
Over half of parents research online
Prefer to buy from retailers who offer buy online/pick up in store, and buy online/return in store.
40% (up from 33% in 2013)
57% of parents research online before purchasing in-store.

Source: Deloitte. 2014 Back-to-School Survey Rising to the head of the class Conducted, July 2014.
Female shoppers are more budget conscious
58% of females have budget in mind prior to back to school shopping (versus 47% of men).

Source: Punchtab survey. Back-To-School Shopping & Decision-Making Moms, July 2014.
At home
Smartphones used differently at home and in-store
How moms plan to use their smartphones for back-to-school shopping:
In store
Nearly half of moms will use their smartphone to look for coupons.
Tip: Ensure your store’s mobile coupons are easy to find and redeem - coupons are the number one way mobile moms plan to use their phone for back-to-school shopping.

57%
will use their smartphone for back-to-college shopping.1
22%
will make a purchase on their smartphone.2
Source: 1National Retail Federation, Infographic: Top 2014 back-to-school and college trends, August 2014.
2National Retail Federation Monthly Consumer Survey, July 2014.
Back-to-college shoppers go mobile

Mobile visitors spend half the time on a website as those coming from a PC.
Tip: You have half the time to get the same information to mobile visitors as PC visitors, so design and organize your back-to-school webpages accordingly.
A rule of “thumb” – try navigating your mobile site with just your thumb, and put your most important content in the middle of the screen for maximum engagement.

More likely to buy educational products online
Compared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
9%
more likely to have bought textbooks online in the last 6 months
27%
more likely to have bought online educational classes (for credit) online in the last 6 months
56%
more likely to have bought other literary or educational products online in the last 6 months

More likely to search online for educational needs
Compared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
14% more likely to have searched online for textbooks in the last 6 months
14% more likely to have searched online for educational classes (for credit) in the last 6 months
19% more likely to have searched online for educational software in the last 6 months
24% more likely to have searched online for other literary or educational products in the last 6 months
49% more likely to have searched online for an education loan in the last 6 months

More likely to search for and buy apparel online
Compared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.

More likely to spend on teen clothing
Compared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.

More likely to spend on kids and teens clothing
Compared to Google, the Yahoo Bing Network audience is more likely to:
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.

More likely to buy a new PC
Compared to Google, the Yahoo Bing Network audience is:
“Very likely” to buy a new PC in the next 12 months
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.

More likely to be interested in educational media
Compared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.

Ad title
Ad description
Here’s how to read an ad copy “heat map”
Our study results show that a books ad with a call to action in the title and delivery/shipping terms in the ad description has high Ad Quality.

Words that work // Books
PC/Tablet
Ad title
Ad description
Source: Microsoft internal data, July – September 2014.
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.

Words that work // Books
Top word combinations by device
Tip: For mobile ads, using sale/savings words in the ad title for Books is effective when combined with several different ad descriptions to drive high ad quality during the back-to-school season.
For ads targeting books across devices, a call to action in the ad title combined with comparison terms in the ad description can help drive high ad quality.
Source: Microsoft internal data, July – September 2014.

Words that work // Apparel & Accessories
PC/Tablet
Ad title
Ad description
Source: Microsoft internal data, July – September 2014.
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.

Words that work // Apparel and Accessories
Top word combinations by device
Tip: For both PC/Tablet and Mobile, using the “Official Site” in the ad title in combination with most ad descriptions helps achieve high ad quality for Apparel and Accessories during the back to school season.
Source: Microsoft internal data, July – September 2014.

Words that work // Consumer Electronics
PC/Tablet
Ad title
Ad description
Source: Microsoft internal data, July – September 2014.
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.

Words that work // Consumer Electronics
Top word combinations by device
Tip: For both PC/Tablet and Mobile, pairing Delivery/Shipping in the ad title with most ad descriptions drives high ad quality for Consumer Electronics during the back-to-school season. If offering a free gift with purchase or free promotion, using “free” in the ad title can help achieve high ad quality when paired with particular ad descriptions across devices for back-to-school.
Source: Microsoft internal data, July – September 2014.

Words that work // Mass Merchants
PC/Tablet
Ad title
Ad description
Source: Microsoft internal data, July – September 2014.
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.

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More clicks? Let’s break that down.
Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms?
Yes, however 32% are incremental clicks gained as a result of brand term bidding.
Bing Ads research study, January - March 2014.
Study looked at the financial services industry and captured 50 million impressions.
Note: Brand Ads are in Mainline Position 1No brand ad in this case means organic only listing

Bidding on your brand terms reduces opportunities for your competitors to capture your customers or their mindshare if they bid on your brand terms.
2
Brand term bidding means fewer clicks to competitors
Bing Ads research study, January - March 2014.
Study looked at the financial services industry and captured 50 million impressions.
Note: Brand Ads are in Mainline Position 1No brand ad in this case means organic only listing
To learn more about the value of bidding on your brand terms,
check out the complete Bing Ads research study and white paper
Companies that bought their brand terms reduced competitors’ share of clicks from 24% to 7%.

You told us:
We delivered:
“Save me time, make it easier”
“Support me to be more effective”
“Provide me with more insights to make better decisions”
Keyword Management: Now manage one million keywords in one view. Auto tagging
Better Interface: Bing Ads is now easier to navigate with a newly redesigned experience.
Targeting Precision: Geo plus radius targeting in 1-mile increments now makes local ads more accurate.
Scheduling Precision: 15 min scheduling delivers the right ad at the right time.
Bing Ads Editor: Now faster, improved management, plus new targeting settings.
Bid Predictions: Bid Landscape predicts impressions and clicks based on estimates.
Campaign Optimization: Delivery statuses now provide clear insights around ad performance.
Campaign Performance: Top Mover report automatically locates key drivers contributing to account performance variations.
You spoke,
we listened.
We heard feedback from our customers,
advertisers and partners and are
delivering new features to make
advertising on the Yahoo Bing Network
easier and more effective.

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